Demand Analysis Models to Support Cultural Tourism Strategy: Application of Conjoint Analysis in North Sardinia (Italy)

Cristina Coscia () and Francesca Pasquino
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Cristina Coscia: Department of Architecture and Design (DAD), Politecnico di Torino, 10125 Turin, Italy
Francesca Pasquino: Independent Researcher, 10126 Torino, Italy

Land, 2023, vol. 12, issue 12, 1-23

Abstract: This study focuses on an inner area in Northern Sardinia (Italy) currently experiencing depopulation and considered ‘fragile’ due to its lack of typical regional summer tourism. However, this area boasts an intriguing cultural heritage, currently under-recognized and undervalued. The aim of this contribution is to apply to this territory the Conjoint Analysis methodology, which examines target demand and constructs scenarios. Drawing from the regional plan for tourism, an exploratory phase was employed to support future strategies in cultural and touristic enhancement by stakeholders. In this regard, the experiment, involving a survey of 600 interviews among inhabitants (301) and tourists (299), aims to: (1) estimate the economic value of the cultural heritage and tourist consumption preferences using WTP, (2) raise awareness among decision-makers about the varied value perceptions of the territory and its heritage by its users, (3) craft a knowledge framework of this territory to diversification of the tourism offer. The study showcases innovative elements both in terms of internal technical aspects and strategic approach. The collection of preferences, based on a set of nine itinerary cards, highlights undervalued aspects related to intangible components, community well-being, sustainable consumption habits, sustainable mobility, and microeconomies not strictly tied to traditional tourism types.

Keywords: conjoint analysis; inner territories; willingness to pay; consumer behavior; Sardinia (search for similar items in EconPapers)
JEL-codes: Q15 Q2 Q24 Q28 Q5 R14 R52 (search for similar items in EconPapers)
Date: 2023
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